In connection with the departure of many manufacturers from the Russian market, the program of the Moscow motor show is a concern – will there be something to see. However, the surprise promised by the Chinese, Mercedes and… AVTOVAZ.
Despite the relative stabilization of the economy, the market for new cars continues to fall. For seven months of 2016 were sold is 6.7% less cars than in the same period of 2015 – far not very successful for this market. Not only that – the market for used cars is also worth it and doesn’t want to move.
This is compounded by the withdrawal of the Russian market of GM, which sold, though not the cheapest, but not the most expensive cars. That Opel, Chevrolet was introduced in Russia more in the middle and lower price segment – the bulk from 600 000 to 1.5 million rubles. And while this has expanded the niche for out-of Vesta, the miracle did not happen and the market still continues to fall.
At the end of 2015 was panic, a sign of a mass Exodus of cars from Russia, which, of course, did not happen. Even Chevrolet has left a few of their models, which now sells. So minus the Opel and about 15 models from different manufacturers, like everything is the same. Kind of, but not quite. Because of the participation in the Moscow motor show, many automakers, for some reason refused.
And it’s really a mystery, because in a crisis, you need to conduct an aggressive marketing and advertising policy. For example, the author of the administrative technology of L. Ron Hubbard and all in an environment of falling demand, says the rapid promotion as the first step that you need to apply to deal with the situation.
And against the backdrop of massive failures of major European and Japanese players, we get a very interesting cocktail from a large number of Chinese manufacturers, the Koreans Hyundai and KIA, seasoned with as many as 29 cars from AVTOVAZ, including 6 concepts and the same number of Mercedes cars. From Europe will be even Volvo, which will present its new flagship sedan, the S90. Perhaps there will be a few premium sports brands, but for the average visitor it is not so important. What others think is an interesting question.
By the way, Mercedes already started to mock their competitors, about their absence at the auto show, giving a sarcastic ad on the radio. And in principle, the last year of their advertising and marketing policy in Russia demonstrates a strong desire to capture the vacated niches and strengthen them. And even pricing are not spoils this desire, because the brand’s premium status, and was not originally designed to even the middle class.
So, let’s give the Koreans and the Chinese may surprise us. Well, AVTOVAZ, too. It is possible that they will surprise concepts and new variations of old cars.
